Didn't they discontinue the 720BE? Last time I saw it on Newegg it was OEM for basically the price of its retail version, and had some reviews saying it wasn't the Black Edition part.
Daryl, I believe it's because of the new fabrication process. The 40nm puts a dent in the temperatures and power output, as well as takes down the price. I could basically get a 5770 that performs on par with my GTX 260, runs cooler, uses half the power, is 2 inches shorter, and costs $50 less than what I paid.
"Don't fix what isn't broken; Just upgrade it."